Creating Market Awareness

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Creating Market Awareness
Michael BeccePresident/CEO MRB Public
Relations, Inc.
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The more people that know what you do, the more
leads youll generateThe more people that know
what makes you different, the more sales youll
close
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Marketing is about Perceptionthe 30 second
rule

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Harvard Business School Exercise
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QuestionsCould the woman in this picture be
considered a trendsetter?Would you say shes
attractive?Is she someone you might like to date
or set up with a friend?Approximately what age
is she?

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• Could the woman in this picture be considered a
  trendsetter?
• Would you say shes attractive?
• Is she someone you might like to date or set up
  with a friend?
• Approximately what age is she?

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Positioning

• What do you sell?
• Who do you sell to?
• Competitive analysis
• Plan
• Use analysts, consultants, luminaries
• Speaker training

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Materials

• Birdseye view and drill down
• Talk about the benefits
• Be clear on why youre different
• Find ways to use buzzwords (SEO)
• Include the sales team

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Leveraging your Sales Force

• Where do they get leads
• With whom do they network
• Organizations, clubs, SIGs/user groups
• Popular verticals
• Road blocks
• Whats closing

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Leveraging your Sales Force

• Arrange to speak
• Listen to their needs
• Give them incentives
• Discuss the role of PR
• Encourage communication

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Leveraging your Customers

• Contracts
• References
• Approvals
• Establish rapport with their PR team
• Pictures
• Find a marketing fit
• Polling

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Leveraging your Customers

• Their customers
• Their competitors
• Pitch positioning
• Tip sheets
• Acknowledge their help

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Customer Polling

• What do they read
• Likes /Dislikes
• What closed them
• Clubs and organizations
• Reason to respond
• Newsletters

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Identifying Core Trade Media

• Media databases
• Past coverage
• News stands
• Online media
• Professional organizations
• Poll your sales force
• Poll your customers

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Influencing the Verticals

• Maintain a flow of information
• Check editorial calendars
• Study coverage trends
• Develop uncovered pitch themes
• Use the gatekeeper
• Materials
• Create a perception

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Working with Journalists

• Introduction letter
• Read their work
• Ask for preferences
• Pitch stories, not releases
• Personalize information
• Engage in conversation (take notes)
• Maintain a flow of information

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Working with Journalists

• Know your stuff
• Focus on whats important
• Set expectations
• Prepare documents, contacts, etc.
• Take no for an answer
• Try new angles/approaches

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Creating New Market Possibilities

• Surveys/Research
• Trend spotting
• Developing market experts
• Speaking opportunities

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Questions?